Kevin Wallace
Estero
Summary
Growth-focused digital marketer with 5+ years of experience leading full-funnel strategies across paid media, organic content, and performance analytics. Proven track record of driving lead acquisition, lowering CPA, SQL/MQL lead management and scaling ROI through data-driven, customer-centric marketing campaigns. Adept at cross-functional collaboration, campaign automation, and managing six-to-seven figure budgets across B2B and B2C landscapes.
Overview
10
10
years of professional experience
Work History
Paid Marketing Specialist (B2B Marketing)
Gannett / USA Today Network
05.2024 - Current
- Led performance marketing campaigns across Google, Meta, and LinkedIn while leveraging GA4 and Salesforce to monitor KPI trends, generate executive-level dashboards, and refine targeting based on real-time insights.
- Increased brand awareness by developing and implementing targeted marketing campaigns.
- Managed SEM campaigns via Google Ads, Bing Ads, and Apple Ads, optimizing keyword structures, ad creative, and daily performance to reduce CPA and increase lead volume
- Analyzed market trends using data analytics tools to inform strategic marketing decisions.
- Developed and executed targeted digital marketing campaigns to enhance brand visibility and engagement.
- Conducted customer segmentation analysis to tailor messaging and improve campaign effectiveness.
- · Collaborated with product, sales, and design teams to deploy seasonal campaigns and creative assets aligned to business objectives.
- · Leveraged Salesforce and GA4 to generate performance reports, refine targeting strategy, and identify growth levers.
- · Expanded responsibilities into lifecycle marketing, including organic lead mapping, nurture flows, and customer journey optimization.
- Oversaw a multimillion (Seven Figure)-dollar annual marketing budget while driving full-funnel strategy and execution across brand, performance, and lifecycle marketing channels.
- Built custom reports and pivot tables to analyze campaign performance and presented actionable insights to executive leadership.
- Streamlined communication processes, leading to improved collaboration between departments.
Digital Marketing Manager
Discovery Senior Living
09.2023 - 04.2024
- Led the top lead-generating campaigns across the enterprise, improving ROI by 35%.
- Developed and launched omni-channel campaigns across multiple platforms to elevate brand awareness and reach.
- Optimized site traffic and conversion rates using strategic keyword research and SEO.
- Managed a $2M+ marketing budget, continuously refining spend allocation to boost ROI.
- Pioneered digital frameworks, enhancing efficiency and productivity across the organization.
- Conducted in-depth market analyses to identify buy cycles, track lead success rates, and measure ROI per channel.
- Built custom reports and pivot tables to analyze campaign performance and presented actionable insights to executive leadership.
- mentored junior paid media specialists and helping shape team best practices
- Developed and executed digital marketing strategies to enhance brand visibility and engagement.
- Analyzed market trends and customer insights to inform strategic decision-making processes.
Digital Media Buyer – Mobile Apps
Spigot Inc
01.2022 - 08.2023
- Optimized large-scale marketing strategies for new and existing mobile products, focusing on dynamic keyword strategies.
- Increased mobile user acquisition and market share through innovative ad placements and affiliate relationships.
- Improved affiliate partner retention by 30% through refined communication and strategic support.
- Introduced AI-driven tools to enhance user engagement and enhance targeting precision.
- Streamlined mobile app buys, improving ROI by optimizing budget allocations and analyzing market trends.
- Oversaw a multimillion-dollar annual marketing budget while driving full-funnel strategy and execution across brand, performance, and lifecycle marketing channels.
- Created performance reports using pivot tables and regularly briefed senior leadership on key marketing KPIs.
- Managed SEM campaigns via Google Ads, Bing Ads, and Apple Ads, optimizing keyword structures, ad creative, and daily performance to reduce CPA and increase lead volume
Marketing Account Manager
oneIMS
04.2021 - 12.2021
- Oversaw account management for 30+ clients, delivering strategic guidance on user acquisition and brand strategy.
- Crafted innovative go-to-market plans, integrating SEM/SEO and creative design for diverse client portfolios.
- Strengthened media relationships, secured new business, and retained high-value clients through tailored engagement tactics.
- Led new client acquisition initiatives, bolstering agency revenue and establishing a reputation for strategic excellence.
- Handled a variety of budgets, 4-6 figures of monthly budget
- Partnered with development and analytics teams to ensure accurate campaign tracking through Google Tag Manager, refining event triggers and conversion flow accuracy.
- Developed and executed comprehensive marketing strategies to enhance client brand visibility.
- Managed multiple client accounts, ensuring alignment with goals and objectives.
Marketing Coordinator
viLogics
11.2020 - 04.2021
- Directed a complete marketing overhaul, focusing on social media, SEO/SEM, and select traditional media channels.
- Collaborated with executives to create sustainable, long-term marketing strategies.
- Implemented targeted digital marketing campaigns, leveraging data analysis for precise customer segmentation.
- Increased online engagement twofold by developing effective SEO strategies.
Marketing Coordinator
Genova Partners LLC
04.2015 - 04.2020
- Led marketing initiatives for a luxury home development firm, implementing multi-channel media strategies.
- Achieved and surpassed key marketing KPIs within set budgets.
- Refined digital marketing efforts, significantly boosting local traffic.
- Consistently recognized for outstanding performance, earning multiple promotions.
Education
MBA -
Southern New Hampshire University
Bachelor of Science - Marketing
Southern New Hampshire University
Skills
- Paid Media Strategy (Google, Meta, LinkedIn)
- Lead Generation & Conversion Optimization
- SEO & Content Strategy
- CRM & Marketing Automation (Salesforce, Marketo)
- Campaign Analysis & Reporting (GA4, Data Studio,etc)
- Cross-Functional Collaboration (Creative, Sales, Ops)
- Budget Management & ROI Growth
- A/B Testing & Funnel Optimization
- Strategic Messaging & Copywriting
- Social media management
- Customer research
- CRM management
Timeline
Paid Marketing Specialist (B2B Marketing)
Gannett / USA Today Network
05.2024 - Current
Digital Marketing Manager
Discovery Senior Living
09.2023 - 04.2024
Digital Media Buyer – Mobile Apps
Spigot Inc
01.2022 - 08.2023
Marketing Account Manager
oneIMS
04.2021 - 12.2021
Marketing Coordinator
viLogics
11.2020 - 04.2021
Marketing Coordinator
Genova Partners LLC
04.2015 - 04.2020
Bachelor of Science - Marketing
Southern New Hampshire University
MBA -
Southern New Hampshire University
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